During the campaign, 23,000 Twitch users voted on how to modify and customize the 2021 Lexus IS sedan. Luxury car maker Lexus partnered with popular video game streamer Fulsie for the company's "All In" Twitch campaign. Through the campaign, millions of people were introduced to the new candy bar via their favorite streamers enjoying the candy live. During the campaign, those influencers ran livestreams while tasting the new product. To promote Reese's Pieces chocolate bar, Hershey partnered with multiple influencers, like Ninja and DrLupo, who have millions of followers on Twitch. Think about it - that's 14,000 more people who are aware of the game and how it's played. This makes promoting content to their audience much easier. That's because micro-influencers often have a closer relationship with their followers and a more dedicated fanbase. RoryPlays is a micro-influencer with a smaller following of about 14,000 people, but micro-influencers with a smaller following can still pose a huge advantage for brands. If you’re coming to EA Play, come by booth to get HANDS ON Seasons!! /LYABmWHDiH It’s snowing at EA Play! Standing here playing #TS4Seasons and it’s AAAMAAAAAAZING!!! She also promoted the game and brand verbally on her platform. The campaign was pretty straightforward - RoryPlays played the game live on Twitch and included an EA logo overlay. Video game company EA teamed up with streamer RoryPlays to promote The Sims 4: Cats & Dogs. Viewers could also cheer for the live commentators to drink Brisk, and the phrase "Take the risk, drink the Brisk" formed organically among participants and became a meme for the brand. Company-sponsored tournaments aren't a new phenomenon, but PepsiCo's sponsorship allowed the beverage company more control than most other sponsorships.Īds for Brisk ran throughout the tournament and a Brisk-themed car was released into the game for players to use. To promote a limited time Brisk product, PepsiCo sponsored an off-season video game tournament for the game Rocket League. The site is powered by visual content, so let's explore some examples to back up these goals. 11 Ways Brands Use Twitchīrands use Twitch to increase brand awareness, target specific audiences, produce branded streams, and leverage influencer marketing. If, by now, you are mulling over a few ideas about how you can fit Twitch into your marketing efforts, let's talk about how brands are using Twitch, next. Still, as marketers know, those numbers could be an essential part of your target audience. Though the audience has a large young male presence, that demographic isn't the entire platform's user base.Twitch's most popular female streamer, Pokimane, has 9.2 million followers - making her one of the platform's top 10 most popular streamers. In the same report, it was also noted that 21.41% of traffic comes from the U.S., making it the country with the most representation on the platform - with Germany, Korea, Russia, and France not too far behind. When SimilarWeb studied the web behavior of Twitch users, they found primary keywords this audience searched for were "video games consoles and accessories," "games," "software," and "news." From that information, we can infer that the majority of Twitch users are interested in games and the technology needed to play them. Who uses Twitch?Īccording to research by SimilarWeb, 79.62%% of Twitch's users are male as of May 2022, and the bulk of the platform's audience (about 37.11%) are between the ages of 18 and 24 years old. To get some perspective on Twitch's users, we'll take an in-depth look at Twitch's primary audience. Though the streamers produce the content, Twitch has a dedicated fanbase that expands across the globe. For example, Doritos is a proud sponsor of TwitchCon. The platform also has its own convention called TwitchCon - a bi-annual event celebrating the streaming industry as well as a chance for the platform's broadcasters to connect with their fans and peers in person.įans can attend sessions led by their favorite streamers and buy branded merchandise from a slew of vendors and event sponsors. In fact, it's common for streams to last for an hour or two. Twitch enables fans to connect with streamers, and it allows users to watch content they're interested in on a platform that supports long-form, live broadcasts. However, there are other programs such as talk shows, cooking shows, sporting events, and gaming conventions that also pop up on the site. Twitch is mainly a platform for gamers to watch and perform live play-throughs and commentary.
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